How does the upstart appliance maker shake the Chinese market?

How should the newest brand sway the Chinese market? If you are asked this question, I believe many people will think of online marketing, laying online channels, and pricing down prices. Yes, many Chinese consumers value prices very much. Internet marketing It has become a common practice, and it seems normal for a new brand to choose such a route. However, as the first third-party brand to enter MUJI, China’s chairman and general manager of Balmuda gave her the opposite. s answer.

Air-Made AirEngine, Air-Made in Bermuda, was established in Tokyo, Japan in 2003. It respects minimalist design and true environmental protection. Temple founder Terao Xuan believes that people will treasure their favorite things before they will be long-term. Retention, even if it has not used the function, will still be placed in the home for the sake of life. This is also the goal that Balmuta has always hoped to achieve. Recently, Barmuda successfully entered Muji and became the first third-party brand to enter Muji. This seems to be a heavier consumer identity for the design of the product in Bermuda. The magic weapon to incite the Chinese market is not just a simple design.

The election is very important for the store. Suning’s entry into the country is difficult to see. At the beginning of the interview, Elling emphasized that what Bermuda is doing is a high-performance product. In fact, in my opinion, the performance is one-sided, and Bermuda’s It is an out-and-out high-end product. The products involved in Bermuda include air purifiers, fans, humidifiers, electric heaters, and air circulation machines. From the design to the workmanship to the efficiency to the price, they are all The high end of the letter.

Bermuda entered the Chinese market in November last year. It has been more than half a year, but it is still a newcomer. Yu Ailing believes that for emerging brands like Bermuda, it is important to choose channels. Ai Ling pointed out that Bermuda is currently in the market expansion period, and it is particularly important to establish a better brand image. High-end and personalized offline stores are more likely to show the product features of Bermuda to users. The important reason why Muda is the first line of choice in channel construction.

Bamuda is targeting high-end markets, and Aileen believes that the rivals in Bermuda should be brands such as Blueair and IQ Air. This market is a relatively niche market and is positioned in this market. The product is also more targeted. However, Aileen stressed that the so-called more targeted is not related to income, but users who purchase such products will not consider the price as the primary factor, but also value the quality, performance, and added value of the product. Due to such product positioning considerations, the offline stores currently selected by Barmuda are mainly two types. One is a home appliance chain located in high-end shopping malls, such as Shun Power, and the second is a personalized offline channel. Good products, and Suning, Gome such a "normal" large appliance stores at least this year is not considered in the area of ​​Bermuda.

The online channel is a strategic focus, and tactics must be cautious in selling products in the Chinese market. There are two factors that will lead to an increase in the selling price of products: one is taxes and fees, and the other is circulation costs. Taxes and fees cannot be avoided by anyone. More is the cost of store rental and other aspects of offline sales. For this reason, many of the main price advantage products are trying to avoid the channel under the line. In Ailing pointed out that Xiaomi's full range of products and Pentium imitate Bermuda. Purifier launch products are all such a route.

The latest report on home appliance sales in May 1st by Ovid Consulting also pointed out that sales of offline channels during the May 1st period of 2014 decreased by more than 10% year-on-year, while sales of online channels increased by more than 50% year-on-year. Even so, Barmuda still did not regard online channels as the first choice. According to Ai Ling, the main online channels are mostly for explosive growth, but Bermuda does not have explosive growth because explosive growth also means that It was soon forgotten by consumers, and what Balmuda wanted to do was rely on the advantages of design and technology to achieve long-term stable development. Therefore, on the development of online channels, Bermuda is very cautious. At present, Amazon only sells the Purifier in Bermuda, and subsequent visits to Bermuda will land on the MUJI Online Shopping Mall. However, prices will be strictly controlled.

Being cautious about online channel attitudes does not mean that they do not pay attention to online, and that Aileen considers himself to be a very close member of the Internet in the post-50s period. He also knows more about the various marketing methods of the Internet. Lenovo is also currently doing a group transformation of the Internet, and has launched a series of products based on Internet thinking, such as Xiaoqian tablet, small new notebook, Terminator TV, etc., for Lenovo to encourage dealers to move stores from offline to offline On the other hand, the combination of OL (online to offline) and OTO (online offline) is quite consistent with Ai Ling. He also said that Barmuda will consider it in this respect.

It can be said that in Bermuda, Baumuda is focusing on online and offline. Online channels are a strategic priority, but tactical practices are very cautious. This is also the upstart of home appliances and other newcomers in Bermuda. A considerable difference in brand development.

Starting from fairness, striving for the launch of any global brand in China in 1 year would be difficult to avoid price differences at home and abroad, online and offline, and in different channels. As we mentioned earlier, the reasons for this are mainly taxes and circulation fees. In terms of avoiding price differences as much as possible, the practice of each individual is different. One of the most widely used methods is to differentiate product models and functions. For example, Bruyar and Lenovo do the same. The second solution is to strengthen the after-sales service and make up for the difference through the more intimate service of the after-sales service. The psychological impact caused by users, such as Apple's Hong Kong line product warranty in the mainland is a good example, even so, it does not affect the sales of the Bank of China products.

For a global brand like Bermuda, it is naturally facing such a unavoidable problem. Elling believes that Bermuda first upholds the principle of fairness, and it must be necessary for both distributors and consumers. Fairness, therefore, strict control over product prices and goods circulation in different channels, online channels will not be cheaper than offline, and products purchased in Japan will not be able to enjoy the normal warranty at home. They are all at this fair starting point. Make the decision.

Of course, for the new entry into the Chinese market in Bermuda, such a policy is only an expedient measure. According to Ai Ling, Barbuda is already considering launching a Chinese version of the product, including purifiers, fans, and humidifiers. The products launched by DTP are all possible. On the one hand, they are intended to be more fair to distributors and users, and on the other hand, they are intended to make the products more suitable for China's use environment.

The biggest constraint on the launch of China’s products is whether the market is large enough to control the cost better. In Ai Ling’s frank statement, the Chinese team in Balmuta is working hard to strive for a Chinese version of the product after one year’s efforts. Can appear.

Summary: Born to be high-end, not to be the next ThinkPad and Sony During the entire interview process, Aling mentioned Breuer several times and did not hide the love of this brand. The sales target for this year is based on cloth. Ruyar customized the sales volume three years ago and hopes to reach sales of 30,000-50,000 units a year. Ai Ling said that he liked Bruyer because he agreed with Bruer's constant pursuit of high-performance product concepts, but at the same time, Elling also pointed out that Bermuda's self-confidence is superior to that of Bruyar, such as cloth. Ruyal uses electrostatic adsorption to purify the air and produces ozone. Although the amount of ozone produced is harmless to the human body, it is still difficult to calculate in an optimal manner. The use of lysozyme HEPA filter + activated carbon filter double filter in Bermuda The way to purify the air, will not produce ozone, plus rely on its famous GreenFan dual fan design can produce a revolving wind, the performance is absolutely guaranteed.

Ai Ling also pointed out that Bermuda does not enter the market because of the high profits of the high-end market or its development prospects. Instead, it decided from the outset that it would not pursue the incorrect trend of low prices, but rather to create high-end products. High value air purifier with added value. At the same time in Ai Ling is also convinced that this market is not a niche, air purifier is a very popular market, consumers need is not a low price psychological comfort, but a truly effective product, this market in the next few years There will also be greater development.

At the end of the interview, Ai Ling talked about the changes of ThinkPad notebooks and Sony TVs, both of which also had Japanese brands. ThinPad notebooks were eventually sold to Lenovo. Sony TVs were split up by the group to form a new company. The problem with ThinkPads is that they cannot control costs. Sony's problem is that there is no core technology and no better products can be created. At this stage in Bermuda, we must continue to create better products, and then we must consider reducing the cost even lower. .